ABSTRACT

A Study on the Image Advertising & the Benefit Advertising: On the Perspective of the Elaboration Likelihood Model.

JANG-WON BAE Major in Marketing Management Dept. of Business Administration The Graduate School of Sung Kyun Kwan University

Now a days like modern society, we're exposed tremendous number of advertisements. Among these advertisements, for example computer printer, automobile & department store‥‥etc, certain advertisements contain visual elements and appeal to the human emotion(in this paper these types of advertisements is defined to the Image advertisement). Another group of advertisements contains product attribute information and appeals to the human brain (in this paper these types of advertisements is defined to the Benefit advertisement) in the same product category.

However, according to the Elaboration Likelihood Model, when motivation to process issue-relevant arguements are low, anti tubes may be formed or changed by associating an issue position with, various affective and emotional cues (peripheral cues). So we can say that Image advertisement which appeals the secondary attributes of products is more effective than Benefit advertisements. And when motivation to process an information is high, attitude may be formed through Central route, so Benefit advertisement which appeals functional and practical information of products is more effective than Image advertisements. But as you see in Table 1, in a same product category certain products advertisements belongs to the Image advertisements and another advertisements belongs to the Benefit advertisements. So this study empirically examined attitudinal effects of Image advertisement & Benefit advertisement on the perspectives of Elaboration Likelihood Model. The research focus of this paper is to investigate the differences of Advertisement types accordings to involvement levels. To accomplish this purpose, 1 designed 2(Image advertisement & Benefit advertisement) * 2(involvement level) factorial desist. A total of 91 students were participated in this experiment, and the subjects were led to believe that they were not participated in laboratory experiment.

The results of this empirical study are as follows.
Benefit Advertisement is somewhat significant results in high involvement products (Computer Printer), but in the case of low involvement product(shoes), we could not accept the hypothesis. We think that this results are because of our advertisements which are suggested to the subjects. In this study I use the black & white types of advertisements. This contaminated the results. But directions or results are similar to the our hypothesis. Future studies should concentrated on the appropriate choice of experiment devices.